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Football League secures Sky Bet as title sponsor

UK online bookmaker Sky Bet has agreed a five-year deal to become the new title sponsor of the English Football League.

The agreement will take effect from the forthcoming 2013-14 season and run through to the end of the 2017-18 campaign.

The Football League has been seeking a new main partner after energy company Npower’s three-year lead sponsorship deal expired at the end of the 2012-13 season.

Under the agreement, the Football League’s flagship competition will be titled ‘The Sky Bet Football League’.

The deal represents Sky Bet’s first ever off-screen football sponsorship and is aimed at building greater awareness of the company’s growing range of online and mobile betting services.

Richard Flint, managing director of Sky Bet, said:  “This is a ground-breaking partnership for Sky Bet. Sponsorship of the Football League helps us engage with millions of football fans spanning all 72 league clubs. It was important for us that we are able to demonstrate our commitment to all Football League clubs and fans nationwide.  The strength of our technology supported by a trusted brand that is part of the fabric of football means we’re ideally placed to add to the match-day experience of fans.”

In addition to title sponsorship of the Football League’s three divisions, Sky will also use its partnership with the Football League to explore opportunities to offer customers exclusive access to competitions and promotional offers, including access to match tickets.

Sky Bet is a wholly-owned subsidiary of UK pay-television broadcaster BSkyB. In a separate agreement, also announced today, the Football League and Sky Sports have signed a new three year broadcasting rights agreement.  The new agreement will begin in 2015-16 following the conclusion of the final two seasons of the current three-year deal.